2 min read

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Search and display advertising, video advertising, and shopping advertising are all important components of digital marketing strategies. Each type of advertising serves specific purposes and targets different stages of the customer journey.

a screenshot of a video ads

Video advertising involves the use of video content to promote products, services, or brands. It can be displayed on various platforms, including social media, video-sharing websites, and streaming services. Video ads can be highly engaging and impactful, allowing advertisers to tell a story, demonstrate product features, or deliver a compelling message. Video advertising is particularly effective for building brand awareness, engaging users emotionally, and conveying complex information in an easily digestible format.

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Display advertising involves the use of visual ads such as banners, images, and interactive media that are displayed on websites, apps, or social media platforms. These ads can be targeted based on demographics, interests, and browsing behavior. Display advertising aims to increase brand awareness, generate interest, and reach a broader audience. While display ads may not have the same level of intent as search ads, they can be effective in creating brand recognition, driving engagement, and nurturing potential customers throughout the buyer's journey.

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Search advertising refers to the ads that appear on search engine result pages (SERPs) when users search for specific keywords or phrases. These ads typically appear as text-based ads above or alongside the organic search results. Search advertising allows advertisers to target users who are actively searching for information, products, or services related to their business. It offers a high level of intent targeting and can be effective in capturing users at the bottom of the marketing funnel when they are ready to make a purchase or take a specific action.

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Shopping advertising, also known as product listing ads (PLAs), focuses on promoting specific products with detailed information such as images, prices, and product descriptions. These ads typically appear in search engine results or on dedicated shopping platforms like Google Shopping or Amazon. Shopping ads are highly relevant to users actively looking for specific products, making them valuable for e-commerce businesses. They allow advertisers to showcase their products directly and capture the attention of users who are already in the consideration or purchase stage of their journey.

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It's important to note that these roles are not rigid, and there can be overlap between the stages. A comprehensive marketing strategy often involves a combination of these advertising types to effectively guide customers through the buyer's funnel, from initial awareness to long-term loyalty.

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